广告语言的语境顺应研究

Contextual correlates of adaptation in advertising language

本文在Verschueren语言顺应理论的框架下,对广告语言使用中涉及的语境相关成分予以确认,分析了广告语言如何受语言使用者、物理世界、心理世界、社交世界等语境的组成因素影响,并对一则广告的语境各个要素及其构建生成过程进行了案例分析。

Within the theoretical framework of linguistic adaptation theory, the present study focuses on the examination on the contextual correlates of adaptation in advertising language. To begin with, the paper tries to locate the contextual ingredients in advertising language, such as language users, the mental world, the social world and physical world, etc., then selects one advertisement to analyze all the involved contextual ingredients to which the language of this advertisement should be adapted.